The record reveals the facts to be as follows: On April 20, 1976, plaintiff filed her class action complaint for injunctive relief and damages, alleging in full the circumstances which engendered this action. On March 19, 1976, an advertisement appeared in the Chicago Sun-Times announcing defendant's furniture sale, "a wonderful savings spectacular." A copy of this advertisement was attached to the complaint. The upper portion of the ad pictured a three-piece grouping of living room furniture which included a sofa, loveseat, and lounge chair. A price of $298 appeared directly under the pictured grouping in bold numerals. Directly to the right of the picture, in smaller print, appeared the words, "90" Herculon Sofa And Lounge Chair," and a statement that, "High fashion is the word for this modern stylish sofa and lounge chair."

On March 23, 1976, plaintiff took the aforementioned ad with her to defendant's store, located at 2900 North Central in Chicago, and attempted to purchase the pictured grouping of furniture for the price of $298. However, she was informed by a Bruno salesman that the sofa alone was priced at $298. This salesman then urged her to purchase different, unadvertised furniture. Plaintiff purchased several items which were not on sale, for a total price of $462.20 (as evidenced by the bill of sale). She gave Bruno $315 as a deposit, the remaining $147.20 to be paid upon delivery. On that same date, after returning to her home, plaintiff attempted by telephone to cancel her order with Bruno. She was informed that she was required to come to the store in person. The following day plaintiff returned to the store, where the alleged manager refused to cancel the order and return her deposit. According to the complaint, subsequent similar demands by both plaintiff and her attorney were fruitless. Bruno has never delivered any furniture to plaintiff.

Plaintiff charged that the defendant fraudulently induced her to enter into a contract by employing unfair methods of competition and unfair and deceptive acts and practices in violation of section 2 of the Consumer Fraud and Deceptive Business Practices Act (Ill. Rev. Stat. 1975, ch. 121 1/2, par. 262). Specifically, she alleged that the defendant intentionally caused an advertisement to be published which materially misrepresented the price and availability of its merchandise, and that defendant engaged in "bait and switch" sales tactics. Plaintiff's prayer was for damages, plus costs and reasonable attorney's fees.

"A person engages in a deceptive trade practice when, in the course of his business, vocation or occupation, he:

* * *

(9) advertises goods or services with intent not to sell them as advertised; * * *."

On June 9, 1976, the trial court granted defendant's motion to strike and dismiss plaintiff's amended complaint. In its motion, defendant charged that the complaint on its face failed to state a cause of action, in that the complaint was based upon conclusions of both law and fact and was otherwise insufficient in both law and fact to state a cause of action against Bruno. We disagree.

"Unfair methods of competition and unfair or deceptive acts or practices, including but not limited to the use or employment of any deception, fraud, false pretense, false promise, misrepresentation or the concealment, suppression or omission of any material fact, with intent that others rely upon the concealment, suppression or omission of such material fact, or the use or employment of any practice described in Section 2 of the `Uniform Deceptive Trade Practices Act' * * * in the conduct of any trade or commerce are hereby declared unlawful * * *."

Section 2 of the Uniform Deceptive Trade Practices Act (Ill. Rev. Stat. 1975, ch. 121 1/2, par. 312(9), (12)) sets forth numerous acts constituting deceptive trade practices, including (1) the advertisement of goods or services with the intent not to sell them as advertised, and (2) any other conduct which similarly creates a likelihood of confusion or of misunderstanding. These acts constitute deceptive trade practices when engaged in by a person during the course of his business, vocation, or occupation, and a plaintiff need not prove actual confusion or misunderstanding in order to prevail in an action brought under the Act. Furthermore, the Consumer Fraud and Deceptive Business Practices Act specifically incorporates the provisions of ...

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